This document summarizes a webinar on proactive reputation management using social media. The webinar covered listening strategically on social media to identify fans and critics, developing response systems, and using engagement to build community and manage organizational reputation. It provided examples like the American Red Cross' response to Hurricane Katrina and strategies nonprofits can use to monitor conversations, respond to issues, and turn critics into allies.

1. Our Webinar Will Start Soon. Thank You For Your Pa6ence.
Proac&ve Reputa&on Management
Debra Askanase, Community Organizer 2.0
hAp://www.communityorganizer20.com
Special Thanks To Our
Sponsors

2. Proac&ve Reputa&on
Management
Listening, A=rac6ng Fans, and Conver6ng
Cri6cs with Social Media
April 21, 2010

3. About the Presenter
That’s me!
Nonprofit: former execu6ve
director, community organizer, etc.
Strategic perspec&ve: business
consultant, campaign director, etc.
It’s all about strategy for me.
B.A. Emory University
M.B.A. Bar Ilan University

4. Key Takeaways: Strategy, then Engage
Where to Listen, How
to Listen
Listening = Community
Building
Finding Fans!
Being Prepared for the
Nega6ve
How to Turn Cri&que
Around

6. Monitoring and Managing
Organiza&onal Image, including
Brand
Products
Employees

7. The Old Way

8. The New Way is
Relevancy and
Building
Community

9. Your Brand Isn’t Yours to Control
Anymore
It’s Everyone’s Brand
(and they talk….)

10. There’s the Good:

11. The Bad:

12. And the Ugly:
163 comment reac6ons
Story aZer story of bad AA experiences

13. Why Do We Listen?

14. Finding Fans: Livermore Valley Opera

15. Finding Opportuni&es

16. You Don’t Want To Miss The Good
Stuff

17. Listening = Relevancy
A lot of people gave via SMS for
Haiti…
But the Haitians also used that
number to text information
about their situation, too.
Lesson learned: ARC has to
separate out discussions during
crisis to be relevant and most
helpful

19. And You Need To Know About The Bad
Stuff, Too

20. Networks are Interlocked.
Informa&on Is Easily Shared.
Twi=er
Facebook
The Issue
The Image

21. Listening is a Strategy
Listen to
Iden6fy
Develop
Internal Respond
Choose
Keywords Systems Measure
and Tools

22. Keyword Lists
(aAract fans ‐ monitor cri&cs)
Organiza6on Personnel
Brands Compe6tors
Compe6tors Misspellings
Industry key words Common abbrevia6ons
Products Programs

23. Google Keyword Tool

24. Google Insights
(helps you find relevant searches)
http://www.google.com/insights/search/#

25. Find Fans and Cri&cs

26. Iden6fy Influencers in your
industry

27. WHAT
WHO
WHEN
WHY??
WHERE

28. Basic (& Free) Listening Tools
Indexed by Google, Google Alerts*:
h=p://www.google.com/alerts
Tagged by Delicious or Flickr, Create Keyword RSS feeds:
h=p://www.delicious.com, h=p://www.flickr.com
Cha=er in blog comments, Backtype:
h=p://www.backtype.com/home/alerts
Blog posts/blogs: Google Buzz, Buzzzy:
h=p://www.blogpulse.com/ h=p://www.buzzzy.com

29. Basic (& Free) Listening Tools
Twi=er alerts, TweetBeep:
h=p://www.tweetbeep.com Geographic Twi=er
search:
www.tweepz.com
Message Boards, BoardReader:
h=p://www.boardreader.com
Twi=er search (saved), Twazzup:
h=p://www.twazzup.com
General search, Social Men&on:
h=p://www.socialmen6on.com

30. Buy related domain
names
Claim all relevant
social media names,
including Twi=er!
Be Prepared
Start blogging now
Set up Listening
Posts
Website content
must be shareable

31. Develop Internal Sharing Systems
Who Listens
How Is It Shared
Response System

32. Take Measurements
Don’t forget to take
baseline
measurements

33. What is Your Response System?

34. Ac&on Tree
Posi6ve Nega6ve
Men6ons Men6ons
Thank Respond
Engage Monitor

35. Create a blog
Be Prepared:
Create Rapid Response Plaborms

36. ENGAGEMENT is the Best Prepara&on
Be Real
Be
Social

37. Building Community =
Proac&ve Reputa&on Management

38. “Listening requires genuine interest in
what that person is saying and a
willingness to change as a result of
what was said.”
Allison Fine, Momentum

39. Listening Case Study:
American Red Cross
Case study credit: Beth Kanter
h=p://beth.typepad.com/beths_blog/2008/03/social‐media‐ro.html

40. Hurricane Katrina hit.
People began talking.
The ARC wasn’t listening.
First reac6on: Defensive
Second reac6on:
Be where they are talking.
Add a transparency level.
Created listening systems. Tracked influencers.
Documented conversa6ons and men6ons.

41. Result: Changed external rela6onships,
Stepped into social media. Increased
volunteerism skyrocketed, sen6ment
transparency. Changed internal culture.
changed.
Listened,
Responded,
Engaged

42. Responding to Cri&que or Crisis
Respond QUICKLY

43. Admit errors and Don’t engage
problems emo6onally
Offer direct access and Be Human
open communica6on

44. Listening: Cri&c Turnaround
1. GiveWell Slams Network for Good
Thanks to Beth Kanter for wri6ng about this Case Study: h=p://beth.typepad.com/beths_blog/2009/01/roi‐nonprofit‐examples‐
of‐how‐listening‐returns‐value.html

45. Network for Good Comments on Blog
GiveWell Responds to Comments…and
writes an update post

46. GiveWell Recommends Network for Good!

47. If You’ve Built Your Community
…it will
defend
you!

48. Case Study 3: 12for12K Defense

49. And Don’t Forget the Power of
YouTube: United Breaks Guitars
…and 6.5 million views later, boy, aren’t they
sorry!
h=p://www.youtube.com/watch?
v=5YGc4zOqozo&feature=player_embedded#

50. Listening is a Strategy
Listen to
Iden6fy
Develop
Internal Respond
Choose
Keywords Systems Measure
and Tools

51. Thank You!
Debra Askanase, Social Media Sous Chef
debra@communityorganizer20.com
www.communityorganizer20.com
Twi=er: @askdebra
Buzz: daskanase

52. Don’t miss our upcoming webinars!
4/28: Integra6ng Social Media Into Organiza6onal Func6ons
5/5: Modernizing Execu6ve Search for a New Economy
5/12: Building Donor Loyalty
5/19: Strategic Planning As Organiza6onal Development
Register at www.nonprofitwebinars.com
Enter code: co2comp for the complimentary webinar